2015 | OriginalPaper | Buchkapitel
An Analysis of the Impact of the Motor Carrier Act of 1980 on the Use of Advertising by General Motor Freight Carriers
verfasst von : Steven G. Greene, John R. Tanner, Peter Wright
Erschienen in: Proceedings of the 1986 Academy of Marketing Science (AMS) Annual Conference
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The purpose of this paper is to determine if advertising in the motor carrier industry has increased since the passage of the Motor Carrier Act of 1980. A census of sixty-five common carriers was conducted through the use of a mail survey. Simple, but meaningful, dependent and independent variables were established to test several hypotheses.